FACTORS INFLUENCING ONLINE PURCHASE DECISION FOR APPAREL IN HO CHI MINH CITY

Abstract

Shopping for clothes online is becoming increasingly common activities to Vietnamese consumers and the worldwide consumers. The objective of this research is to identify the factors influencing the online purchase decision for apparel products in Ho Chi Minh city. Through the focus group technique and quantitative research, data collected via the 488 interviews with questionnaire survey, the empirical findings indicate that the six factors influencing consumers to shop online decision are: Subjective norm, Website design, Perception for online apparel products, Usability of online buying, Interactivity of online buying, and Trust of customers. This study provides managerial implications for the e-commerce companies and the garment manufacturers.